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Mixed reactions from brands at the Ledge and London Edge

Alternative, street and sportswear trade shows the London Edge and the Ledge opened for three days of trading on Sunday, receiving a mixed response from attendees.

Taking place at the National Hall at London’s Olympia, the London Edge is now in its 14th season, while accompanying show the Ledge is in its 5th.

On Monday morning, exhibitors at the London Edge were quick to tell Drapers that Sunday had seen some good results, with buyers turning out from independents across the UK and Europe to see the 151 brands at the London Edge this season.

John Alston, managing director of womenswear brand Collectif, has been showcasing at London Edge since its inception. He said, “Of all the years we’ve been here, yesterday was the busiest opening day I’ve ever seen for the show,” adding ,“I’d say we placed about 40 orders and roughly eight or nine of them were with new accounts”.

Lisa Lovejoy, co-director of new womenswear brand Seamstress of Bloomsbury echoed similar sentiments.

“It’s gone amazingly well,” she said. “Yesterday we did some great trade and I’ve been taking loads of orders. I’ve seen a mix of independent buyers from places like Manchester, but also Hamburg and Berlin.”

Upstairs in the National Hall, the atmosphere at the Ledge was notably lower, with very few buyers visible despite the 160 brand turnout.

Adam Scotland, sales and marketing manager of distributions Out of Step, suggested that with the show being set late in the season, both buyers and brands were limited by time and budget. Of the several brands Out of Step distributes, only a couple have their sales books still open. “It’s not all bad” he told Drapers “If it was entirely too late, we wouldn’t be here, but it would be to everyone’s benefit to move it earlier in the season.”

“We’ll continue to support it,” he said, “There will always be some opportunities from a show like this, maybe not 100, but six or seven key ones.”

Aaron Colaco, director of young fashion brand New Love Club, said, “This is our first time at the Ledge and it’s been really quiet.”

He continued, “Traditionally weekdays are better anyway, and with the kids going back to school today I imagine any buyer with a family wouldn’t have come yesterday. We’re still feeling quite positive about it here.”

The Ledge and the London Edge takes place this season from September 1 to 3.

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